Call It Anti-Brand Loyalty

While consumers are notoriously fickle about the brands they buy, they can be adamant about the ones they don’t buy. In a survey conducted for Adweek by Alden & Associates Marketing Research of Hermosa Beach, Calif., 49 percent of respondents said they make a point of not buying certain brands when they shop. What is it that makes a brand non grata with consumers? Among respondents who said they avoid a brand, 81 percent attributed this to a bad personal experience with it.